Crashed Ice athletes and organizers have their eyes on Olympic Games

With a name like Red Bull Crashed Ice, the casual observer could be forgiven for assuming that the sport is more marketing stunt that legitimate athleticism. But organizers of ice cross, as it is more formally known, have their eyes on higher goals than beverage sales. The Olympic Games are calling.

“We’re working on sub-level championships, or tours or events,” said Christian Papillon, the Red Bull Crashed Ice Sport Director. “It’s a lot of action, it’s sexy and it’s just rocking so I guess we can reach whatever kind of level.”

Athletes are hoping for an Olympic medal, organizers are hoping for it to grow to the point where the Olympics are a legitimate goal for its athletes.

“Of course Olympics are somehow in the target, yeah it is,” Papillon said. “It’s now credible, it opens the eyes of worldwide and high level sports and now we just need to continue to work hard and continue to grow the sport in the right way to reach the top level by being part of the Olympics.”

Audiences also seem to agree. What started as a niche event now routinely draws crowds of more than 100,000 people in each city where events are hosted. Major sports networks also broadcast the made-for-tv sport live to millions at home. It’s not a stunt anymore, ice cross is real and it’s not going anywhere.